Performance, Culture, and Connected Innovation
Very few brands manage to bridge performance, innovation, and culture quite like Oakley. What started in California in the mid-1970s as a small idea to improve athletic performance has grown into something much bigger – a brand that continues to change how people see, move, and connect with the world.
That same spirit of experimentation is what’s driving Oakley today. The brand’s newest chapter combines its iconic design approach with AI-powered wearable technology, designed to enhance movement in every form – from sports to everyday life.
Leading that journey across the MENA and META regions is Collin Allin, Oakley’s META Sport Channel Manager and MENA BBM. His role encompasses everything from marketing and partnerships to events and retail – essentially, every touchpoint that helps shape how the brand presents itself across nearly 70 countries. “Everything Oakley touches in the region crosses my desk at some point,” he says. “It’s a space that’s constantly evolving – fast, competitive, and full of opportunity.”
For Allin, sport isn’t just a part of his work; it’s who he is. With over thirty years of experience in competitive racing and training, Collin understands performance on a personal level – the discipline, mental focus, and balance it takes to stay consistent. That background naturally shapes how he works with athletes and influences his perspective on the brand’s direction. The same energy he brought to sport now shows up in his leadership – focused, adaptable, and always looking for what’s next.
META Eyewear – Where Optics Meet Smart Technology
Oakley’s newest leap forward is the META collection, created in collaboration with Meta. It combines Oakley’s expertise in optics with smart technology designed for seamless movement. The first two models – META Vanguard and HSTN – mark the beginning of Oakley’s connected eyewear lineup. Vanguard is built purely for sport, fitted with upgraded speakers and voice control, while HSTN blends lifestyle with function – made for people who want performance without it feeling technical.
Both connect to the META AI app, allowing wearers to control their experience. You can take calls, listen to music, or adjust settings depending on your location and activity. All without reaching for your phone. It’s built to move with you, not demand your attention. The whole idea behind it is simple: eyewear that adapts to your life, rather than the other way around.
A significant part of how Oakley achieves this comes from athlete feedback. Every product undergoes rigorous testing – from professionals who push limits to everyday runners who simply want gear that keeps up. One feature that really stands out from that process is Hyper Grip. It came directly from athlete feedback. They wanted frames that wouldn’t budge, no matter how intense the workout got. Oakley went back, tested, tweaked, and continually refined the design until the grip remained firm through heat, sweat, and movement. It might seem like a small change, but it’s these quiet details that show where Oakley’s real strength lies – in perfecting the things most people wouldn’t even think about.
The Future of Oakley META in the Middle East
But Oakley’s focus doesn’t stop at the product. The brand puts just as much thought into how people experience it. From the way a pair of sunglasses feels in-store to community events and athlete-led activations, every touchpoint is built to feel genuine and connected to Oakley’s performance-driven DNA. Because for Oakley, innovation doesn’t stop at design – it’s about the entire journey around it. “We always think from the athlete’s point of view,” says Allin. “That’s what keeps the brand experience consistent.”
Looking ahead, Oakley’s focus in the region is expansion, ensuring the META collection is accessible across key markets while continuing to develop new lenses, materials, and models. The goal is to integrate wearable tech into daily life in the same way smartphones became essential a decade ago. “We’re at the start of something that will keep evolving,” says Allin. “What we see today is just the first version of what’s possible.”
It’s a future that feels especially relevant in the Middle East, a region known for its appetite for innovation and fast adoption of new technology. With consumers who are already tech-forward and community-driven, Oakley sees endless potential to build deeper connections through performance and design.
Yet, despite all the evolution, the brand’s foundation remains unchanged. Oakley remains committed to authenticity – a quality that has defined it for 50 years. “Once Oakley becomes part of your life, it stays with you,” Allin says. It’s this blend of heritage and forward thinking that keeps Oakley at the forefront of sport and culture – proving that performance is never just about speed or strength, but about vision.
